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Coca-Cola Supply Chain

Extracts from this document...

Introduction

´╗┐Managing in a complex world MBM500 Group Assignment Submitted: 11 November 2011 Executive Summary This report shows how Coca Cola provides value to its customers and consumers. It describes Porter?s value chain tools and its components. The report also identifies and analysis opportunities and threats which Coca Cola faces at the moment in the following fields: quality management, leadership and motivation, strategic management, as well as communication. As a result of the analysis recommendations for improvement are made. Coca Cola was established in 1886 and is now the best know world brand. Coca Cola value cycle shows the strong relationship between the company and its suppliers, bottling partners and customers. Coca Cola mainly concentrates on primary activities in order to provide value to the customer. Inboud Logistic, Outbound Logistics and Marketing & Sales are the parts of value chain which are directly responsible for competitive advantages of Coca Cola. The company uses these advantages to improve its competitiveness and to ensure its long-term success. Coca Cola also permanently works on new strategies and operates very professionally in all management fields. However, there are some areas which can still be improved. In the quality management area Coca Cola should continue developing and using the TCCQ methods in the future, but also encourage employees to continuous quality improvement in their workplace. The company also needs to regularly audit all the organisational units? compliance with the quality standards. In addition, Coca Cola has to implement non-profit environmental partnership with organisations which work on improvement of water quality and create sustainability programmes in order to generate management benefits and long-term success. In the leadership area Coca Cola should hire employees from local employment pools, design motivational programs according to the local culture, remunerate and reward incentives structured to reflect local pay and customs, rationalise staff in Europe, North America` and Japan as well as adopt teams in a particular country which promote corporate image and job satisfaction. ...read more.

Middle

Coca Cola can also save audit costs, minimise the operational disruptions and realise myriad benefits (Coca Cola 2011). Coca Cola has established a high quality and safety standards throughout the whole supply chain in order to ensure effective consistency of materials and products. Coca Cola defines criteria and procedures for selection and authorisation of suppliers based on their ability to supply materials and products according to Coca Cola requirements. Coca Cola performs precise analyses of fruit juices and other ingredients from suppliers to ensure the product quality. Also production processes undergo constant scrutiny to safeguard the quality of water used in the products and the packaging that carries them to the consumers (Dinesh 2007, p. 25). Each organisational unit also needs to implement a documentation procedure to ensure that material, product and services effectively conform to all Coca Cola requirements. A part of TCCQ contributes to alleviating some social problems in countries the company operates. One of the company?s quality statements is ?Coca Cola is a responsible citizen of the world?. Coca-Cola India, for example, received a Golden Peacock Global Award for Corporate Social Responsibility for replenishing ground water and setting a target to reach a ?net zero? balance with respect to groundwater usage in 2009 (Coca Cola 2011). 5.1.2 Current and future threats in quality management One of Coca Cola?s quality threats can be its wide network of Coca Cola bottlers. The Coca Cola Company distributes syrups and concentrates which are the basis for creating its product. The manufacturers produce the product from these bases. Such a widespread network of producers requires a massive control. The case of the Nigerian Bottling Company in December 2007 shows that not all producers always complay with the good manufacturing practices established by Coca Cola (Srivastava 2007). In that case some major deficits, which had already been criticized in prior visits, still existed. The case of the Belgian Coca Cola crisis shows that even higher developed countries can be affected by major quality issues. ...read more.

Conclusion

Given the size of the emerging markets and up to 45 % growth in the global middle class a promotion strategy that emphasizes Coca Cola?s products as simply better than other seem to be appropriate(Coca-Cola BRIC?s, 2011). Also the sponsorship of local, regional, and national events should continue. Moreover, Coca-Cola should consider marketing its less known brands rather than core brands. 6.0 Conclusion This report shows how Coca Cola provides value to its customers. It describes Porter?s value chain tools and its components and how they are used at Coca Cola. The report also identifies opportunities and threats the company faces at the moment in areas of quality management, leadership and motivation, strategic management, as well as communication and evaluates possible strategies. Future opportunities and threats are critically analysed and recommendations for improvement are made. Coca Cola is the best know world brand. It improves permanently her competitiveness and provides innovative products to the customers. However, there are some areas which can still be improved. In the quality management area Coca Cola should continue developing and using the TCCQ methods in the future, but also encourage employees to continuous quality improvement in their workplace. The company also needs to regularly audit all the organisational units? compliance with the quality standards. In addition, Coca Cola has to implement non-profit environmental partnership with organisations which work on improvement of water quality and create sustainability programmes in order to generate management benefits and long-term success. In the leadership area Coca Cola should hire employees from local employment pools, design motivational programs according to the local culture, remunerate and reward incentives structured to reflect local pay and customs, rationalise stuff in Europe, North America` and Japan as well as adopt teams in a particular country which promote corporate image and job satisfaction. In the strategic field Coca Cola should expand and invest as well as improve its supply chain in developing countries, especially in Asia as a centre of world economic power. It also needs to create innovative products which will give not only satisfaction to clients but health benefits as well. ...read more.

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